مشکلات فزاینده برای شرکت Alcas

The unique direct marketing technique of Cutco Cutlery in alliance with Vector Marketing has been very efficient at meeting the demands of the consumer. Unfortunately, in the summer of 2001, the company was unable to satisfy the demand generated by its sales group. As a result, normal customer service suffered as demand became greater than supply. Who is responsible for the faulty sales forecasting? How can Cutco and Vector improve cross-functional communications to be better prepared in the future for the summer rush?

With its unique marketing strategy, Alcas confirms the adage that seeing is believing. By employing direct selling methods to market its high-quality merchandise, the company reports a recent explosion in sales, totaling US$150 million worldwide in 2000 and climbing rapidly in 2001. The phenomenal growth, however, has not been without frustrations and difficulties. In the summer of 2001, the supply of goods produced by manufacturing was unable to keep up with the tremendous demand generated for the cutlery. Several problems ensued and left the company with many unanswered questions.